SlideShare a Scribd company logo
Marketing Strategy
Proposal for
Chiquita brand
2013
Did you know that...
... the idea of sticking
labels on Chiquita
bananas started in 1963?
Yes, you did.
It is the 50th
Anniversary of the
Blue Sticker this year!
Did you know that...
...the BRAND is one of
the most important asset
of the Chiquita Brands
International?
Yes, you did!
This Ad campaign
demonstrate it:
It is not just a banana.
It is Chiquita!
As for other
bananas, okay. They
are just bananas.
Did you know that...
...the people all over the
world have the same
feelings? Every Chiquita
customer?
Because nobody
is just a person
in the crowd...
Everyone of us
wants to
see / hear / read his
brand - name...
e.g. On Facebook,
Twitter...
Or welcome message
on TV screen in the
hotel room...
Use it Chiquita!
And Birthday Celebration
can start!
Encourage consumers to send
their personal birthday wishes for
Chiquita Sticker with their
NAMES. Do it through customer
competition. Reward the winning
participants (e.g. boat trip).
Create an App* which allows
Chiquita to say „thank you" via
a special Blue Sticker with the NAME
of participant. Post all stickers on your
website or special website, on social
media networks, so people can "Like”
them, share them and create buzz.
*Or upgrade
Chiquita
FanFun App.
This App could allow sending
personalized "thank you”
Blue Sticker to participants via
e-mail, SMS, or RFID technology
(during promotion events).
You know, that customer´s
NAME is important.
The truth is, that your customers
desire to see
their name on your product.
Bring this campaign from
online into offline: Print special
edition of famous Blue Stickers
With „Thank you”
and some customer´s NAMEs.
Big surprise at the end
of campaign. This will
be secret and nobody
will expect it.
Deliver some Chiquita fruit* with
personalized Blue Sticker to e.g.
Mrs. Tatiana Leporis. Take pictures
and videos from this deliveries. Post
videos on your website or special
website and social media networks.
*and so demonstrate that
Chiquita is not only about
bananas...
Chiquita, please, do this campaign
as cross-border campaign,
to involve and get in touch
With many different people and
to demonstrate who is the worldwide
No. UNO banana brand.
Special edition of promotional
gifts: for small children "Blue
Sticker" band aid kid plasters,
For „teens" anti mosquito wet
wipes, condoms, etc.
The Blue Sticker „Thank you”
campaign should be supported
by online and offline media. Before
the main media campaign you can
try teaser campaign.
The campaign could be accompanied
by special promotions, events tailored
to each target group. e.g. for „teens"
promotions
on summer festivals:
banana after party drink tips...
Next campaign
may go even further.
Demonstrate that
Chiquita is one of us.
Just create new special
edition of labels with national
colors on Chiquita bananas
during the
ice-hockey championship.
Thank you Chiquita.
Tatiana Leporis
www.tatianaleporis.sk
+421 911 760 612

More Related Content

Similar to Marketing strategy proposal for Chiquita brand 2013

Creativity + Branding
Creativity + BrandingCreativity + Branding
Creativity + Branding
Ninja Van Vietnam
 
Cm417.4 ideas that do
Cm417.4 ideas that doCm417.4 ideas that do
Cm417.4 ideas that do
edward boches
 
24296
2429624296
Student Village Youth Insights 2016 E-Book
Student Village Youth Insights 2016 E-BookStudent Village Youth Insights 2016 E-Book
Student Village Youth Insights 2016 E-Book
Samantha Joanne Van Zyl
 
Would you bet on AR? Bettina Stier Scamatchia - Chiquita
Would you bet on AR? Bettina Stier Scamatchia - ChiquitaWould you bet on AR? Bettina Stier Scamatchia - Chiquita
Would you bet on AR? Bettina Stier Scamatchia - Chiquita
Savage Marketing
 
Unit 5 digital publishing
Unit 5 digital publishingUnit 5 digital publishing
Unit 5 digital publishing
marija gulijeva
 
Young Marketers Elite Assignment 1.1 - Đình Giang, Tường Vy, Kỳ Vỹ
Young Marketers Elite Assignment 1.1 - Đình Giang, Tường Vy, Kỳ VỹYoung Marketers Elite Assignment 1.1 - Đình Giang, Tường Vy, Kỳ Vỹ
Young Marketers Elite Assignment 1.1 - Đình Giang, Tường Vy, Kỳ Vỹ
Vỹ Đỗ
 
49188255 imc-maggi
49188255 imc-maggi49188255 imc-maggi
49188255 imc-maggi
Aisha12345
 
Ambient Advertising
Ambient AdvertisingAmbient Advertising
Ambient Advertising
Meenaskhi Gaur
 
Advertising campaign
Advertising campaignAdvertising campaign
Advertising campaign
WallaceW2
 
Nice Ice Script
Nice Ice ScriptNice Ice Script
Nice Ice Script
Ali Arshad
 
V powering the suburbs
V powering the suburbsV powering the suburbs
V powering the suburbs
Eridani Francis Milly Baker
 
Jefin joseph adds123
Jefin joseph adds123Jefin joseph adds123
Jefin joseph adds123
Jefin Joseph
 
Lexicon-Essay-2edy5iv.pdf
Lexicon-Essay-2edy5iv.pdfLexicon-Essay-2edy5iv.pdf
Lexicon-Essay-2edy5iv.pdf
DarosVitNam
 
Lexicon-Essay-2edy5iv.pdf
Lexicon-Essay-2edy5iv.pdfLexicon-Essay-2edy5iv.pdf
Lexicon-Essay-2edy5iv.pdf
DarosVitNam
 
AAD 610-Lexicon Essay.docx
AAD 610-Lexicon Essay.docxAAD 610-Lexicon Essay.docx
AAD 610-Lexicon Essay.docx
DarosVitNam
 
Deyo Laura
Deyo LauraDeyo Laura
Deyo Laura
lrdeyo
 
Salespromotion - Britannia and Nestle
Salespromotion - Britannia and NestleSalespromotion - Britannia and Nestle
Salespromotion - Britannia and Nestle
Ranjani Balu
 
jwt presnetation
jwt presnetationjwt presnetation
jwt presnetation
Paula Perez
 
The Marksman - October 2017 Issue
The Marksman - October 2017 IssueThe Marksman - October 2017 Issue
The Marksman - October 2017 Issue
Interface - The Marketing Committee of KJ SIMSR
 

Similar to Marketing strategy proposal for Chiquita brand 2013 (20)

Creativity + Branding
Creativity + BrandingCreativity + Branding
Creativity + Branding
 
Cm417.4 ideas that do
Cm417.4 ideas that doCm417.4 ideas that do
Cm417.4 ideas that do
 
24296
2429624296
24296
 
Student Village Youth Insights 2016 E-Book
Student Village Youth Insights 2016 E-BookStudent Village Youth Insights 2016 E-Book
Student Village Youth Insights 2016 E-Book
 
Would you bet on AR? Bettina Stier Scamatchia - Chiquita
Would you bet on AR? Bettina Stier Scamatchia - ChiquitaWould you bet on AR? Bettina Stier Scamatchia - Chiquita
Would you bet on AR? Bettina Stier Scamatchia - Chiquita
 
Unit 5 digital publishing
Unit 5 digital publishingUnit 5 digital publishing
Unit 5 digital publishing
 
Young Marketers Elite Assignment 1.1 - Đình Giang, Tường Vy, Kỳ Vỹ
Young Marketers Elite Assignment 1.1 - Đình Giang, Tường Vy, Kỳ VỹYoung Marketers Elite Assignment 1.1 - Đình Giang, Tường Vy, Kỳ Vỹ
Young Marketers Elite Assignment 1.1 - Đình Giang, Tường Vy, Kỳ Vỹ
 
49188255 imc-maggi
49188255 imc-maggi49188255 imc-maggi
49188255 imc-maggi
 
Ambient Advertising
Ambient AdvertisingAmbient Advertising
Ambient Advertising
 
Advertising campaign
Advertising campaignAdvertising campaign
Advertising campaign
 
Nice Ice Script
Nice Ice ScriptNice Ice Script
Nice Ice Script
 
V powering the suburbs
V powering the suburbsV powering the suburbs
V powering the suburbs
 
Jefin joseph adds123
Jefin joseph adds123Jefin joseph adds123
Jefin joseph adds123
 
Lexicon-Essay-2edy5iv.pdf
Lexicon-Essay-2edy5iv.pdfLexicon-Essay-2edy5iv.pdf
Lexicon-Essay-2edy5iv.pdf
 
Lexicon-Essay-2edy5iv.pdf
Lexicon-Essay-2edy5iv.pdfLexicon-Essay-2edy5iv.pdf
Lexicon-Essay-2edy5iv.pdf
 
AAD 610-Lexicon Essay.docx
AAD 610-Lexicon Essay.docxAAD 610-Lexicon Essay.docx
AAD 610-Lexicon Essay.docx
 
Deyo Laura
Deyo LauraDeyo Laura
Deyo Laura
 
Salespromotion - Britannia and Nestle
Salespromotion - Britannia and NestleSalespromotion - Britannia and Nestle
Salespromotion - Britannia and Nestle
 
jwt presnetation
jwt presnetationjwt presnetation
jwt presnetation
 
The Marksman - October 2017 Issue
The Marksman - October 2017 IssueThe Marksman - October 2017 Issue
The Marksman - October 2017 Issue
 

Recently uploaded

A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024
Dubiz
 
Importance of Quality Transformations in VUCA World
Importance of Quality Transformations in VUCA WorldImportance of Quality Transformations in VUCA World
Importance of Quality Transformations in VUCA World
Ankur860831
 
TALENT ACQUISITION AND MANAGEMENT LECTURE 5
TALENT ACQUISITION AND MANAGEMENT LECTURE 5TALENT ACQUISITION AND MANAGEMENT LECTURE 5
TALENT ACQUISITION AND MANAGEMENT LECTURE 5
projectseasy
 
Managing Customer & User Experience of Customers
Managing Customer & User Experience of CustomersManaging Customer & User Experience of Customers
Managing Customer & User Experience of Customers
SalmanTahir60
 
Entrepreneurial mindset: An Introduction to Entrepreneurship
Entrepreneurial mindset: An Introduction to EntrepreneurshipEntrepreneurial mindset: An Introduction to Entrepreneurship
Entrepreneurial mindset: An Introduction to Entrepreneurship
Sanjay Joshi
 
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in CityGirls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
maigasapphire
 
Green Minimalist Aesthetic Project Proposal Presentation.pdf
Green Minimalist Aesthetic Project Proposal Presentation.pdfGreen Minimalist Aesthetic Project Proposal Presentation.pdf
Green Minimalist Aesthetic Project Proposal Presentation.pdf
shivamkush646
 
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptxThe-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
Jindal Global University, Sonipat Haryana 131001
 
Corporate Governance for South African Mining Companies
Corporate Governance for South African Mining CompaniesCorporate Governance for South African Mining Companies
Corporate Governance for South African Mining Companies
James AH Campbell
 
The IIT Madras Product Management Casebook 23-24.pdf
The IIT Madras Product Management Casebook 23-24.pdfThe IIT Madras Product Management Casebook 23-24.pdf
The IIT Madras Product Management Casebook 23-24.pdf
Keerthiraja11
 
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAAPETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
lawrenceads01
 
MEA Union Budget 2024-25 Final Presentation
MEA Union Budget 2024-25 Final PresentationMEA Union Budget 2024-25 Final Presentation
MEA Union Budget 2024-25 Final Presentation
PhysicsUtu
 
Andrew Wilmot- Ecentric Payment Systems: Macro Trends Shaping Payments in Afr...
Andrew Wilmot- Ecentric Payment Systems: Macro Trends Shaping Payments in Afr...Andrew Wilmot- Ecentric Payment Systems: Macro Trends Shaping Payments in Afr...
Andrew Wilmot- Ecentric Payment Systems: Macro Trends Shaping Payments in Afr...
itnewsafrica
 
foodgasm restaurant and Bar pune road.docx
foodgasm restaurant and Bar pune road.docxfoodgasm restaurant and Bar pune road.docx
foodgasm restaurant and Bar pune road.docx
PraghyaBhandari
 
Discover who your target audience is and reach them
Discover who your target audience is and reach themDiscover who your target audience is and reach them
Discover who your target audience is and reach them
Quibble
 
Transforming the Future of Limo Services.pptx
Transforming the Future of Limo Services.pptxTransforming the Future of Limo Services.pptx
Transforming the Future of Limo Services.pptx
limocaptaincom
 
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
dimplekumaridk322
 
brojjeddah Home Services Company in Saudi Arabia
brojjeddah Home Services Company in Saudi Arabiabrojjeddah Home Services Company in Saudi Arabia
brojjeddah Home Services Company in Saudi Arabia
brojjeddah
 
Navigating Change Strategies for Effective Transition and Operational Plannin...
Navigating Change Strategies for Effective Transition and Operational Plannin...Navigating Change Strategies for Effective Transition and Operational Plannin...
Navigating Change Strategies for Effective Transition and Operational Plannin...
Brian Frerichs
 
BBA Final SML 501 INTERNATIONAL BUSINESS .pdf
BBA Final SML 501 INTERNATIONAL BUSINESS .pdfBBA Final SML 501 INTERNATIONAL BUSINESS .pdf
BBA Final SML 501 INTERNATIONAL BUSINESS .pdf
mcdopex6
 

Recently uploaded (20)

A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024
 
Importance of Quality Transformations in VUCA World
Importance of Quality Transformations in VUCA WorldImportance of Quality Transformations in VUCA World
Importance of Quality Transformations in VUCA World
 
TALENT ACQUISITION AND MANAGEMENT LECTURE 5
TALENT ACQUISITION AND MANAGEMENT LECTURE 5TALENT ACQUISITION AND MANAGEMENT LECTURE 5
TALENT ACQUISITION AND MANAGEMENT LECTURE 5
 
Managing Customer & User Experience of Customers
Managing Customer & User Experience of CustomersManaging Customer & User Experience of Customers
Managing Customer & User Experience of Customers
 
Entrepreneurial mindset: An Introduction to Entrepreneurship
Entrepreneurial mindset: An Introduction to EntrepreneurshipEntrepreneurial mindset: An Introduction to Entrepreneurship
Entrepreneurial mindset: An Introduction to Entrepreneurship
 
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in CityGirls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
 
Green Minimalist Aesthetic Project Proposal Presentation.pdf
Green Minimalist Aesthetic Project Proposal Presentation.pdfGreen Minimalist Aesthetic Project Proposal Presentation.pdf
Green Minimalist Aesthetic Project Proposal Presentation.pdf
 
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptxThe-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
 
Corporate Governance for South African Mining Companies
Corporate Governance for South African Mining CompaniesCorporate Governance for South African Mining Companies
Corporate Governance for South African Mining Companies
 
The IIT Madras Product Management Casebook 23-24.pdf
The IIT Madras Product Management Casebook 23-24.pdfThe IIT Madras Product Management Casebook 23-24.pdf
The IIT Madras Product Management Casebook 23-24.pdf
 
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAAPETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
 
MEA Union Budget 2024-25 Final Presentation
MEA Union Budget 2024-25 Final PresentationMEA Union Budget 2024-25 Final Presentation
MEA Union Budget 2024-25 Final Presentation
 
Andrew Wilmot- Ecentric Payment Systems: Macro Trends Shaping Payments in Afr...
Andrew Wilmot- Ecentric Payment Systems: Macro Trends Shaping Payments in Afr...Andrew Wilmot- Ecentric Payment Systems: Macro Trends Shaping Payments in Afr...
Andrew Wilmot- Ecentric Payment Systems: Macro Trends Shaping Payments in Afr...
 
foodgasm restaurant and Bar pune road.docx
foodgasm restaurant and Bar pune road.docxfoodgasm restaurant and Bar pune road.docx
foodgasm restaurant and Bar pune road.docx
 
Discover who your target audience is and reach them
Discover who your target audience is and reach themDiscover who your target audience is and reach them
Discover who your target audience is and reach them
 
Transforming the Future of Limo Services.pptx
Transforming the Future of Limo Services.pptxTransforming the Future of Limo Services.pptx
Transforming the Future of Limo Services.pptx
 
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
 
brojjeddah Home Services Company in Saudi Arabia
brojjeddah Home Services Company in Saudi Arabiabrojjeddah Home Services Company in Saudi Arabia
brojjeddah Home Services Company in Saudi Arabia
 
Navigating Change Strategies for Effective Transition and Operational Plannin...
Navigating Change Strategies for Effective Transition and Operational Plannin...Navigating Change Strategies for Effective Transition and Operational Plannin...
Navigating Change Strategies for Effective Transition and Operational Plannin...
 
BBA Final SML 501 INTERNATIONAL BUSINESS .pdf
BBA Final SML 501 INTERNATIONAL BUSINESS .pdfBBA Final SML 501 INTERNATIONAL BUSINESS .pdf
BBA Final SML 501 INTERNATIONAL BUSINESS .pdf
 

Marketing strategy proposal for Chiquita brand 2013

  • 2. Did you know that... ... the idea of sticking labels on Chiquita bananas started in 1963?
  • 3. Yes, you did. It is the 50th Anniversary of the Blue Sticker this year!
  • 4. Did you know that... ...the BRAND is one of the most important asset of the Chiquita Brands International?
  • 5. Yes, you did! This Ad campaign demonstrate it: It is not just a banana. It is Chiquita! As for other bananas, okay. They are just bananas.
  • 6. Did you know that... ...the people all over the world have the same feelings? Every Chiquita customer?
  • 7. Because nobody is just a person in the crowd... Everyone of us wants to see / hear / read his brand - name... e.g. On Facebook, Twitter... Or welcome message on TV screen in the hotel room...
  • 8. Use it Chiquita! And Birthday Celebration can start!
  • 9. Encourage consumers to send their personal birthday wishes for Chiquita Sticker with their NAMES. Do it through customer competition. Reward the winning participants (e.g. boat trip).
  • 10. Create an App* which allows Chiquita to say „thank you" via a special Blue Sticker with the NAME of participant. Post all stickers on your website or special website, on social media networks, so people can "Like” them, share them and create buzz. *Or upgrade Chiquita FanFun App. This App could allow sending personalized "thank you” Blue Sticker to participants via e-mail, SMS, or RFID technology (during promotion events).
  • 11. You know, that customer´s NAME is important. The truth is, that your customers desire to see their name on your product. Bring this campaign from online into offline: Print special edition of famous Blue Stickers With „Thank you” and some customer´s NAMEs.
  • 12. Big surprise at the end of campaign. This will be secret and nobody will expect it. Deliver some Chiquita fruit* with personalized Blue Sticker to e.g. Mrs. Tatiana Leporis. Take pictures and videos from this deliveries. Post videos on your website or special website and social media networks. *and so demonstrate that Chiquita is not only about bananas...
  • 13. Chiquita, please, do this campaign as cross-border campaign, to involve and get in touch With many different people and to demonstrate who is the worldwide No. UNO banana brand.
  • 14. Special edition of promotional gifts: for small children "Blue Sticker" band aid kid plasters, For „teens" anti mosquito wet wipes, condoms, etc. The Blue Sticker „Thank you” campaign should be supported by online and offline media. Before the main media campaign you can try teaser campaign. The campaign could be accompanied by special promotions, events tailored to each target group. e.g. for „teens" promotions on summer festivals: banana after party drink tips...
  • 15. Next campaign may go even further. Demonstrate that Chiquita is one of us. Just create new special edition of labels with national colors on Chiquita bananas during the ice-hockey championship.
  • 16. Thank you Chiquita. Tatiana Leporis www.tatianaleporis.sk +421 911 760 612